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Essay Details:
Essay text:
The main purpose of this report is to better understand and identify the different needs of both the goal-oriented and experiential buying behavior. This report also serves to provide a rough guideline for the company on what actions to consider by giving recommendations relating to the 4Ps of the marketing mix.
1.2 Scope and sources of information
This report is done by interviewing two samples, one goal-oriented and one experiential online shopper through an interview proforma based on the 5-step consumer decision making process. The results are then compared to the model of the 5-step consumer decision making process and its internal and external influences...
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Common topics in this essay:
- Consumer behavior - Goal-oriented and Experiential online buyer
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